Problem
Winchester, the 100+ year-old makers of firearms and ammunition, was a company whose future was perceived to be at risk. Government regulation and public sentiment had cut into core product sales and the trend was negative. Consistent with this kind of future outlook, the Winchester division was being treated as a cash cow and little investment was being made in advertising. In fact, there was concern that the brand might slowly fade away.

LMCA's goal was two-fold: first, to diversify the brand into new and healthy industries that would ensure uninterrupted earnings growth, and second to feed and nourish the brand into the future.

Solution
Our licensing strategy was to build five “divisions” of products, each operating under the Winchester banner: a shooting products division, a security products division, sports products, apparel, and automotive products. Shooting products consist of shotguns, scopes, binoculars, and a full line of hunting apparel; all are licensed. Under the

security division, we have brought the brand into home safes (Winchester ranks as the #1 best-selling brand in North America), gun safes and police products. In sporting goods, the brand was extended into a variety of products such as fishing gear, archery, billiards, equestrian products and other recreational areas. Other extensions included Winchester model SUVs (General Motors) and high-protein dog nutrition (Ralston-Purina).

Results
More than 26 Winchester licensees are in place, and more are being added. Importantly, licensees advertise the Winchester brand, ensuring continued brand recognition. At this point, roughly one-third of all sales under the Winchester brand is through licensing programs, and the programs account for a substantial portion of Winchester’s brand advertising budget.